CRAZY RICH ASIANS - WARNER BROS.

Challenge

How do we maintain hype around the cultural sensation and convert fans of the film into Home Entertainment purchasers, whilst engaging a broader audience in a ‘rom-com’ with a difference?

Solution 

By tapping into key themes, we delivered a range of executions and features… all with an opulent ‘crazy rich’ twist.

For digital release, we ran a ‘gold-leaf and caviar’ dumpling-making masterclass hosted by Bake Off’s Kim-Joy, followed-up with a recipe and ‘ultimate night in’ feature placement.

The event was underpinned by weighty national, consumer and specialist feature placement exploring the likes of OTT wedding trends, unforgiving mothers-in-law and luxe fashion tapped into the film’s awards nods. 

Results

The press event was attended by ITN, Heat, Evening Standard, Daily Express, Yahoo & Culture Trip with social and online coverage directing to Digital release, a range of national and consumer features from Daily Mirror to Red Magazine, plus top tier product placement and social coverage.

Impact

Crazy Rich Asians shot straight up the charts.